學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Licious: Marketing Plant-Based Meat
內容大綱
In October 2022, Licious, the market leader in India’s meat industry, launched its new brand UnCrave in the plant-based meat market segment. The launch was aligned with the company’s portfolio diversification strategy, leveraging its strong core brand equity. Unlike typical plant-meat brands that sold to vegan and vegetarian customers, Licious wanted to offer UnCrave to its core meat-consuming customers as an occasional alternative to meat options. However, several new competitors soon entered the market, while some people questioned the health benefits of plant-based meat. Was it a mistake for Licious to enter the plant-based industry at a time when a sizable portion of the organized meat business was still unexplored. Was the consumer segment Licious had targeted the right choice? Was it a good decision to increase the company’s product mix by including plant-based meat?
學習目標
This case can be used in a marketing course for undergraduate and postgraduate audiences. The case is a good fit for identifying the right market, segmentation, branding, and growth conversation. It can also be used to discuss factors influencing consumer behaviour, including cultural, social, and personal factors. It can also be used in the brand positioning discussion of a marketing management course. After completion of this case, students will be able to<ul><li>analyze current market trends and consumer preferences in the plant-based meat industry;</li><li>investigate consumer attitudes toward plant-based meat and the factors that influence purchasing decisions;</li><li>examine a company’s positioning in the market compared to traditional meat products and other plant-based alternatives; and</li><li>investigate how a company addresses the issue of plant-based food being highly processed and produced in factories, after promoting the product as a healthy option.</li></ul>